Actually, the home will promote the news of the “clear price†of goods in Beijing, like a spring breeze, quickly blowing through the home industry. When people are still wondering if the actual home can implement this measure, the family has been planning to fully implement the “clear price†in five stores in Beijing during the “3·15†period. Home practitioners have to start to consider changing some of the traditional rules in marketing - "clear price" will hit the three major weaknesses of the original virtual price, coupon remuneration, and random pricing that are common in home marketing, bringing one to the home furnishing industry. A major change in the field marketing model.
The original price of the virtual standard will be eliminated
The original price of a certain brand of furniture is 5,999 yuan, which coincides with the store celebration. In order to promote sales with the celebration, the brand temporarily changed the price tag, the original price of 5,999 yuan became 7999 yuan, and then hanged a "15. The special offer's promotional notices let the unsuspecting customers think that they have reached a big bargain and quickly placed orders at the discounts they encountered. In the home industry, this is one of the usual marketing tactics that many merchants are unaware of each other, that is, first to raise the price of the plateau and then discount, it is a veritable virtual standard price.
With the official price of “clear price†during the “3·15†period, this opportunistic marketing trick will not work if it is in the home. The "clear price" rule that is actually brewing in the home is stipulated that in the five stores in Beijing, the price tag of all goods must be clearly marked, how much money is sold, and consumers and businesses are not allowed. Bargaining or grinding prices. If you want to engage in promotion, the manufacturer must apply to the actual home in advance, enter the ERP system, and mark the original price and the promotional price on the price tag, and restore the original price after the promotion date. This fundamentally eliminates the phenomenon of the original price of the virtual standard.
How to define whether the original price has a virtual standard? What kind of price is the original price? Previously, it was clearly stated in the "Regulations on the Management of Retailers' Promotional Behaviors" jointly issued by the Ministry of Commerce and the State Administration for Industry and Commerce. The "original price" refers to the transaction notes that the operator has sold at the trading venue within 7 days before the price reduction. The lowest transaction price, if there is no transaction price in the previous 7 days, the last transaction price before the price reduction is used as the original price. If the original price is false, it is regarded as price fraud. In 2011, a well-known sanitary ware brand was criticized by the Beijing Municipal Development and Reform Commission for promoting the original price of the virtual standard. It is reported that the actual home will refer to the relevant national regulations, through the ERP system to strictly check the original price of the brand's products, so that the original price of the virtual standard is not available.
The coupon promotion is no longer popular
People who often visit home shopping malls know that every Saturday, Sunday and other holidays, the mall will launch a variety of coupons promotion activities, it seems that consumers seem to get benefits, but do not know the doorway is deep. Ms. Wang from Beijing has been on the scene. At that time, directed at a shopping mall to play a "2000 yuan to send 1,000 yuan" promotional advertising, she spent more than an hour in the mall after shopping for a price of 4,980 yuan of furniture, when the payment was made by the cashier only Can return the coupons according to the purchase amount of 4000 yuan, but also go to the service desk far away from the payment desk to receive the coupons with the receipt. After waiting for the team for nearly half an hour, I got two coupons, and I was going to pay for a shoe with a price of 950 yuan. I could buy a ticket for the ticket. I had to pay a refund of 1,000 yuan for the shoe. Buying is equal to paying 50 yuan more. In order to spend the remaining 1,000 yuan rebate, she had to add some money to buy something that was not needed. Afterwards, she found that even if she did not participate in the return ticket, she could buy a piece of furniture and a shoe cabinet for 4,980 yuan only with the normal discount of the merchant.
Rebate promotion, returning to return is a price game to toss consumers, consumers are often fooled, businesses repeatedly tried. With the implementation of the actual price of the "home price", this game will not be respected again. The price tag is transparent, and it makes no sense for the merchant to play the game such as coupons. To engage in promotion, you must have the original price as the basis. If you really want to return the coupon, you can only make your own profit, and then rely on the coupon game to fool consumers. In the end, the price is not cheap, but it is enough to toss. It’s worth it. Behind the voucher promotion, it reflects the large amount of moisture in the price of household products. The actual transaction price after the return of the coupon is the real price that the merchant should have indicated. There is a "clear price" for reference, and the price game will definitely stand by.
Manufacturers will be more cautious about pricing products
Going to the mall to buy furniture and building materials, consumers used to bargain, so the price of the product is very random, and the high price makes you cut enough. If the designer takes the consumer to purchase the goods, and uses the profit margin between the price tag and the lowest psychological transaction price, the salesperson can also give back to the designer through the behind-the-scenes transaction, so that the consumer can make a big head. The emergence of such behind-the-scenes transactions actually stems from the irregularity of the pricing system for household products.
The actual price of the “real price†implemented by the actual home cannot be arbitrarily bargained. This makes the manufacturers more cautious when pricing the products: the price is high, the consumers are too expensive, and they are not willing to pay the bills; Profit, lose money and earn money. When pricing products, manufacturers must carefully calculate the cost of each link of production, logistics, rent, manpower, management, etc., in order to obtain a reasonable profit. Actually, there is also the price of “purchased goods (same brand, same specification, non-treated products, non-special products) higher than other markets in the region (including supermarkets), and can provide conclusive evidence, the higher part is actually The price of double return to Party A, the price indicated by "clear price" is expected to become the benchmark price of some big brands focusing on management and image in Beijing's major markets.
The reporter noted that various price traps in home promotion have deeply affected consumers' purchasing confidence and affected the overall development of the home industry. According to data released by the China Consumers Association, among the more than 10,000 complaints about furniture products accepted in 2011, 502 cases involved price issues, an increase of 10% over the previous year. The industry believes that the actual implementation of the "clear price", the random price of the brakes will promote the rational development of the home industry.
The home of the Zun is successfully piloted "clear price"
Before the official launch of the “clear price†in Beijing, the home of the house has been piloted in the home of the North Fourth Ring store in mid-February. The system is operating normally, and the business and customers are reflecting good. During the “3·15†period, it was officially fully promoted in Beijing.
It is reported that the actual home will import each product of the business into the ERP system, and the price tag will be printed in two copies from the ERP system. One is placed in the store sample with the same price, and the other is sealed with a plastic cover and placed in the price tag for the consumer to scan the code. In order to ensure that the original price of the virtual label no longer occurs, the customer must present the price tag provided by the merchant when paying the payment. The cashier will scan the barcode on the price tag and automatically display it in the system when it matches the product information in the EPR. Come out, and then carefully check whether the details of the goods shown in the system are consistent with the sales contract before completing the transaction.
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